A new brand and supporting awareness campaign for PHYRAGO, a treatment for Ph+ CML and Ph+ ALL Leukaemia.
I designed the brand and awareness campaign for PHYRAGO, a treatment for Ph+ CML and Ph+ ALL Leukaemia. It is a long-term treatment that can result in a typical cancer-free life expectancy without some of the side effects of other available treatments. This allows patients the freedom to manage their cancer and their quality of life. The brief asked for a positive, confident, optimistic brand to reflect this.
The expression 'quiet positivity and confidence' was developed when designing the brand and awareness campaign – it's not about being a superhero, simply the ability for patients to get back to being themselves and live their lives.